Page 164 - DMGT524_TOTAL_QUALITY_MANAGEMENT

Unit 11: Quality Function Deployment

Notes
Figure 11.2: QFD Matrix
QFD Matrix
(Horizontal-customer portion)

Levels of importance Any complaints
attached to their
wants and needs.

Voice of
the Importance Complaints Customer
customer ratings competitive
evaluations

Wants and needs as Customer ratings

required QFD starts with of products with
by customer the Customer competitors

Task Make a presentation on the House of Quality and how is it built.

Self Assessment

Fill in the blanks:
11. …………………… opportunities are identified through the voice of the engineer,
marketing, or customer support representative.

12. The House of Quality is the …………………… matrix in a four-phase QFD process.
13. The …………………… matrix evaluates how the defined product specifications optimize
or sub-optimize each other.

14. House of Quality was introduced by …………………….
15. The roof of the house indicates the …………………… relationships between the design
requirements.

11.7 QFD Process

Quality Function Deployment (QFD) is a structured, multi-disciplinary technique for product
definition that maximizes value to the customer. The application of the QFD process is an art
that varies somewhat from practitioner to practitioner. The Figure 11.1 shows a concept called
the QFD House of Quality (HOQ), a device for organizing the flow of thinking and discussion
that leads to finished product specifications. The House of Quality is built by a firm’s own multi-
disciplinary team under guidance from a trained QFD facilitator (preferably a facilitator with
both marketing and technical experience).
Given one or more specific objectives (e.g., a narrow focus such as “optimize engine performance”
or a more global focus such as “optimize overall passenger comfort”), the QFD process starts

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